Narrative analysis of a marketing relati
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Barbara B. Stern; Craig J. Thompson; Eric J. Arnould
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Article
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1998
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John Wiley and Sons
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English
⚖ 148 KB
👁 2 views
This article uses narrative analysis to study a marketing relationship elicited by means of a phenomenological interview. The focal point is the consumer's perspective, and the single incident of a marketing encounter is treated as a core event in relationship marketing. The narrative is derived by